What is a call center

Scott Underhill

What is a call center

The following guide will go into the aspects of what is involved in setting up, running and continually improving a call center. By the end of the guide, you should have enough instructions to plan, start and run a call center. All content in this guide is focused on the tools and application used in the monyta call center system.

Audience Sales Manager, Business Owner

Outcome A complete guide to starting a call center

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Types of Campaigns

In general campaigns are divided into three categories.

Inbound Campaigns the inbound campaign is when a customer is reacting to either some sales or marketing material, which has led them to call a specific number. The inbound campaign takes a customer through a process to from expressing interest into a sales cycle.
Outbound Campaigns an outbound campaign involves the process of cold calling or warm calling prospects. It is generally structured in a way of finding an expression of interest in a specific product or service, prequalifying the prospect and then moving them into a sales pipeline.
Customer Support customer support is either calling a customer or receiving calls from a customer. This type of campaign provides assistance to an existing customer to assist them in resolving issues they are having, or assisting them in the buying process.

Each campaign will be aligned with specific goals of the campaign that an organisation will want to achieve. Some example include, Lead Generation, Appointment Setting, and On sell. You can read more about understanding types of campaigns, which will take you through understanding the objectives involved.

When setting up a campaign, it is important that you go through a modelling process so you can understand what you want to achieve from the campaign, and how the campaign belongs to your overall strategy. The modelling phase will take into account the primary actors, what information needs to be collected and what is the next stage in the campaign. Learn to set up and model your campaign .

Script Mastery

The script is your core building block and critical to the success of your campaign. This combination of script and tone are your tool kit to make it work.

Master of the script
The master of the script is a person with a deep understanding of all aspects of the script and what the script is for. When working on the script, you are portraying the company's brand and convincing the person on line to stay on the line and continue talking to you. Each section and word in your script needs to be meaningfully selected. Both the direction and call to action sections of your script needs to support smooth transitions in your campaign.

As the master of script, you will be continually analysing efficiency of the script, tweaking and testing it to ensure the goals of the campaign are met.

To get started with the script, it is first important to understand the customer problems. This involves a process of creating a matrix of problems, identifying their level of importance, the target market, how related the problem is to what you are selling, and how the key solution and benefits relate to the problem.

This is the foundation of your script, how you will organise your script and how you will flow through your script.

Creating the script
This is a process of breaking down the core aspects of the script, which includes identifying the value for a customer, pre-qualifying the customer and then leading the customer to a call to action. Breaking this process down allows you to think about each aspect of the script and how we word the script.

Modelling the Script
A call script can be viewed as a transition system rather than a block of text which is read. Every time a section of a script is read, we are expecting a response from a customer which, will move us from one transition to the next transition.

Having a model of the script, actions which customers could take, and core forks in the script will allow us to analyse the script as a transaction. As we identify each core aspect of the script, we can identify problem sections and we can drill down to understand weakness.

This leads us to the last topic of the script mastery, which is the continual improvement process, through the process of analysis the script.

Setting up the operations

Setting up operations will depend on the goals which relate to the campaign. It is important that key personnel and agents goals align to those of the company, to ensure the optimal running of the call center.

Setting up KPIs and having checks and balances
This is the first stage of getting success for the business. Having a formula to express the company goals is critical to ensure that all staff will be pushing in the same direction.

The next stage is to derive how costs breakdown, and incentives and commissions are aligned with the KPIs that have been established. This will be followed by hiring of key personnel

Data Collection and Targeting

For call calling campaigns, a continual flow of campaign leads, and cycling leads is a key component to ensure the best results. Knowing and analysing your results so you know what type of data to collect, and what works well.

Day to Day operation

The day to day running of the operation involved always being on top of the team, providing the right feedback and adjusting, fixing and refining in real time.

Monitoring Daily KPIs gives the key insights into how the team is managing and operating. There are generally two types of KPIs, the standard operation KPIs, call times, pause time, number of calls and other operational metrics

The next key metrics are custom metrics. Measuring the quality, process of calls and leads and more

QA processes is an internal control process to ensure the continual quality of a campaign. Giving the real time feedback, and ensuring sufficient training is provided to agents to ensure the correct running, and the ability to adjust and fix agent problems as they occur.

Analysis Trends and Improvements

Their are many techniques which can be used for analyzing the results and the trends. As we get more information about leads, agents, and outcomes the process becomes more predictable. Understand the input variables which go in to getting an outcome can be controlled and adjusted allowing the creation of experiences and keep refining the data, script and process

KPI analysis and improvements

The KPI analysis is used to ensure that key staff goals objectives are inline with the over all companies direction. Evaluating the success and problematic areas will give you control over what is important, and what is less important. Tweaking and re-weighting KPIs will lead to overall gains and success as it will priorities and focus work to where they are needed.

Analysis of your script

Just writing your script is unlikely to be efficient. Performing deep analysis of your script, as a transition system and evaluating results will provide in depth understand on what needs to be achieved, and how to improve

Additional Reading